AP’s complicated Seinfeld episode

Recently a MediaBugs user reported that an Associated Press story had misidentified the “Seinfeld” character George Costanza as Jerry’s “neighbor” on the show. Eventually the AP’s west coast entertainment editor, Steve Loeper, responded to an inquiry about the matter, and the AP subsequently decided to publish a correction.

It was a positive outcome, but here’s the rub: Getting to it involved no less than contacting five different people, sending eight emails and making three phone calls — and it took more than three weeks to get a result.

Indeed, one of our early observations with MediaBugs has been that reporting an error to news organizations — even (or is it especially?) large, reputable ones — can be difficult and time-consuming.

When the “Seinfeld” bug appeared on our site on April 28th, I searched online for a specific channel through which to contact the AP regarding errors. I couldn’t find one. (Apparently one does not exist; more on that in a minute.) The AP story had no byline but was datelined Los Angeles, so I looked up the LA bureau and sent an email to the news editor there, Brian Melley. Having been a news editor myself at a busy national media outlet, I knew his inbox was likely to be inundated. I followed up with another email two days later. A couple days after that I tried calling, and emailed again on the heels of that. Then I also tried emailing the LA bureau chief, Anthony Marquez.

Next, I thought to contact an acquaintance who works as a reporter for the AP in Washington, to see if I was even poking in the right place. I learned from her that the news service has a decentralized system for corrections; the AP reporter and/or editor on a specific story apparently is responsible for handling any potential correction. I had been poking in the right place, if to no avail.

Next I tried emailing another person I knew of who used to work in the AP’s LA bureau, to ask if there was anyone else there I might try. He suggested contacting Loeper. After a couple of emails and a voicemail, Loeper responded in timely and good-humored fashion, and we were on our way to a correction. (While the bug ostensibly had been posted by a “Seinfeld” devotee, Loeper subsequently told me via email that the AP “got the definitive word from Rick Ludwin, the NBC executive in charge of the ‘Seinfeld’ series back in the ‘90s, who noted that Kramer and Newman lived in Jerry’s building, but George had his own apartment in another building and also lived with his parents for a time.”)

In the end, AP did right by the error. It wasn’t an earth-shattering one. But rather than getting into whether it’s important for such errors to be corrected (see here and here for why we believe it is), a simple question instead: why does it have to be so hard to get an error fixed?

You can almost hear Jerry working it into one of those nightclub monologues he used to close the show with: “What’s the deal anyway with these newsroom people? You see a simple mistake, so you try to let them know — you email and you call, and you call and you email, and… nothing. Really? What’s the deal with that?” (Cue laugh track.)